Purpose: This study aims to reveal the presence of products with negatively correlated nutrients in the marketplace and their implications for consumer choices. It also investigates the role of an overall simplified nutrition scoring system (SNSS) – health star rating (HSR), in improving the...

Consumers' price evaluations are influenced by the left-digit bias, wherein consumers judge the difference between $4.00 and $2.99 to be larger than that between $4.01 and $3.00, even though the numeric differences are identical. This research examines when and why consumers are more likely to...

While pet ownership has increased +5% between 2019 and 2022, total spending on pets has grown five times more. With 70% of U.S. households owning a pet, understanding what drives increases in pet spending is paramount for managers in the $171 billion pet care industry. We advance the hypothesis...